Advertising and Society (2^nd Ed.)
An Introduction

• Expanded with five new chapters covering the impact of emerging technologies, including the evolution of Direct to Consumer (DTC) pharmaceutical advertising; product placement in various media; and the growing intrusiveness of Internet marketing
• Explores a broad range of topics including alcohol, tobacco, and sex in advertising; the pros and cons of negative political adverts; advergrames; and the use of stereotypes
• Examines the impact of advertising through its distinctive ?point/counterpoint? format ?designed to spark discussion and help students understand the complexities of the issues being presented
• Lends substantial clarity to the subject, uniquely balancing criticism and practice within one text
• Includes chapter-level overviews and summaries of the topic history and key issues, along with student-friendly features such as ideas for papers and questions for discussion

Notes on Contributors viii

1 Introduction: Why Does Everyone Have an Opinion about Advertising? 1
Carol J. Pardun

Part I Enduring Issues 7

2 The Economic Impact of Advertising 9

ARGUMENT C. Ann Hollifield 12

Advertising lowers prices for consumers 12

COUNTERARGUMENT Penny Abernethy 17

Advertising makes products more expensive 17

3 Advertising to Children 24

ARGUMENT J. Walker Smith 28

Children are smarter than we think. Let’s respect them as the consumers they are! 28

COUNTERARGUMENT Dan Panici 34

Children need more protection from advertising! 34

4 Political Advertising 43

ARGUMENT Anne Johnston 45

What’s so positive about negative advertising? 45

COUNTERARGUMENT Albert R. Tims 52

Why negative political advertising is bad advertising 52

5 Tobacco Advertising 61

ARGUMENT R. Michael Hoefges 64

The strong First Amendment right to promote lawful products

COUNTERARGUMENT Timothy Dewhirst 74

Rationales for the regulation of tobacco advertising and promotion 74

6 Alcohol Advertising 84

ARGUMENT Jon P. Nelson 87

Not so fast! Evidence-informed alcohol policy requires a balanced review of advertising studies 87

COUNTERARGUMENT Esther Thorson 96

Abandonment of alcohol advertising regulation carries a high social cost 96

7 Sex in Advertising 106

ARGUMENT Tom Reichert 108

Sex in advertising: No crime here! 108

COUNTERARGUMENT Kathy Roberts Forde 113

Using sex in advertising is never a good idea 113

8 Stereotypes in Advertising 121

ARGUMENT Jane Marcellus 124

What’s the harm in advertising stereotypes? 124

COUNTERARGUMENT Margaret Morrison 130

Stereotypes are a necessary and appropriate strategy for advertising 130

Part II Emerging Issues 135

9 Direct-to-Consumer Pharmaceutical Advertising 137

ARGUMENT Beth E. Barnes 139

Doctor knows best: Why DTC advertising of prescription medications is bad for patients 139

COUNTERARGUMENT 1 Michael L. Capella and Charles R. Taylor 146

Pharmaceutical DTC advertising provides valuable information to health-care consumers 146

COUNTERARGUMENT 2 Debbie Treise and Wan Seop Jung 154

Feel empowered! Enhanced health knowledge! 154

10 Hyper-Niche Markets and Advertising 161

ARGUMENT Joe Bob Hester 164

Hyper-targeted and social: Why Facebook advertising may be advertising at its best 164

COUNTERARGUMENT Tom Weir 169

Today is the new 1984: Big Brother is not only watching you – he is selling to you 169

11 Advertising and Product Placement in Entertainment

Media 175

ARGUMENT Geah Pressgrove 179

Product placement is simply good advertising strategy 179

COUNTERARGUMENT Kathy Brittain Richardson 186

Placing products in entertainment media does not enhance the media experience 186

12 Advertising in Previously Hands-Off Journalistic Environments 191

ARGUMENT Beth E. Barnes 193

This is news? Maybe not, but that’s okay! 193

COUNTERARGUMENT Charles Bierbauer 200

Advertising in strong journalistic environments is never a good idea 200

13 Advergames 208

ARGUMENT Adrienne Holz Ivory and James D. Ivory 210

Food and beverage advergames are playing with children’s health 210

COUNTERARGUMENT Kevin Wise and Saleem Alhabash 218

Evidence of advergame effectiveness 218

14 Advertising and Sporting Events 229

ARGUMENT Erin Whiteside 232

Advertising unhealthy products during sporting events makes sense as an advertising strategy 232

COUNTERARGUMENT Marie Hardin 239

Sporting events and advertising products are contrary to athletes’ lifestyles: The consequences of mixed
messages 239

15 Advertising to Captive Audiences 246

ARGUMENT Angeline G. Close 248

Why advertising is acceptable (almost) everywhere 248

COUNTERARGUMENT Charles Pearce 259

Who wants to be held captive by advertisers? Not me! 259

16 Advertising and Social Responsibility 265

ARGUMENT Debra Merskin 267

Companies are wise – and ethical – to use “social responsibility” as a creative strategy 267

COUNTERARGUMENT Peggy Kreshel 275

Cause-related marketing as a business strategy is ethically flawed 275

Index 295